Heineken Amsterdam

ABOUT

Desperados Bass Drop

In short, we dropped the bass in space.

For Heineken & Desperados our "Inner Tequila Studios" platform provides authentic music experiments that remix the rules of culture, just like Desperados remixed the rules of beer. We reject the ordinary and amplify creativity to keep music diverse, innovative and fun.

Our aim is to inspire millennials to have their own creative ideas and ‘release their inner tequila’. Millennials especially resonate with brands in the music sphere - 80% cite branded festivals and concerts as the best way to engage with them.

So we decided to Never Settle for the status quo and instead took to the skies in search of the ultimate Bass Drop. One of the most intense experiences that sound waves can provide.

Teaming up with DJ Mike Cervello, Neuroscientist Dr. Daniel Levitin, and 100 competition winners we created an epic DJ set 30,000 feet above Las Vegas in a zero gravity plane that we transformed in to an incredible club. When the DJ dropped the bass, the pilot dropped the dance floor, sending the crowd floating in zero gravity.

All assets were designed to be mobile-first and fit for platform. Facebook was the priority channel, supported by Instagram, YouTube, Snapchat, VEVO, Twitter & Spotify. Alongside the main films we delivered an immersive Facebook Canvas experience and 360 assets.

Bass Drop was a smash hit. This was Desperados most watched and shared content yet, and is currently being used by Heineken as the best in class case study for digital activations across all brands and markets, outperforming Heineken and Facebook's video completion benchmarks by 370%. It achieved over 57m global video views with 995K Social Engagements and 97.3% Positive Sentiment and achieved 95% view-through-rate in key markets.

The campaign, which ran in Dec 2016 and Jan 2017 resulted in huge growth across Desperados' own social platforms, seeing the global Facebook grow by 37.6K fans during the campaign, Instagram also saw a 270% increase in followers.

Bass Drop was covered by a great number of music and youth publications including Thump (VICE), MTV, Hypebeast, Mashable and more.

Date created: November 2016 2016-11-01T00:00:00+0000
Date published: 19 January 2018 2018-01-19T14:07:59+0000

MADEIT CREDITS

Project featured: on 1st February 2018

Desperados Bass Drop: How to drop the bass in space

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